Halloween, Google Tax In Spain & AdWords Features

Below is what happened in search today, as reported on Search Engine Land and from
other places across the web.


Following Germany’s Lead Spain Passes Misguided “Google Tax”
Anti-Piracy Law

Given the saga of Germany’s ill-conceived and poorly
implemented “ancillary copyright law” one would have
thought that another European government wouldn’t
immediately duplicate the mistake. But that’s exactly
what’s happened in Spain. Spanish newspaper publishers,
hoping to turn Google into a source of compulsory licensing
revenue, worked to pass a new law that imposes strict fines
for the […]


New Google AdWords “Automated Extensions” Report Rolling
Out

First, what are “automated extensions”? This is the new
term for what were once known as “annotations” — Consumer
Ratings and Seller Ratings which automatically populate in
AdWords ads. Google said it is retiring the use of
“annotations” and replacing it with “automated extensions.”
Reporting and Help Center documentation will reflect this
change. In the same […]


Search In Pics: World Series Game, Penguin Office &
Halloween At Google

In this week’s Search In Pictures, here are the latest
images culled from the web, showing what people eat at the
search engine companies, how they play, who they meet,
where they speak, what toys they have, and more. The Google
Penguin Office: Source: Google+ Google’s Timothy Jordan
Gets Androidified: Source: Google+ Google’s Head Of […]

Google
Enables Multiple AdWords Account Logins

Hear that? That is the communal sigh of relief echoing
throughout the paid search world. The days of having
several browsers open in order to manage multiple AdWords
accounts simultaneously are finally over. Google announced
a new workflow that allows you to switch between Google
accounts without having to log out and log in again. […]

Recharge
Your Remarketing With 5 Tips For Q4

Columnist Eric Couch discusses his love of remarketing,
complete with tips to improve your own performance this
holiday season.


Halloween Google Logos: Doodle Team Scares Up Six Different
Designs For Today’s Homepage

Today’s Google homepage is ready for Halloween, dressed up
with six different GIFs to mark the holiday. Also known as
All Hallows Eve and All Saints Eve, Halloween has been
around throughout the ages, with its beginnings often
credited to the Celts who celebrated the day to mark the
end of their Harvest season. Tonight, […]

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Denny’s, the LA Kings and others. Sessions cover platforms like
Facebook, Twitter, Pinterest, Instagram, Vine, YouTube, Google+
and LinkedIn, as well as social media strategies and tactics.

Learn more!

Have an incredible day!

Mike

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Following Germany’s Lead Spain Passes Misguided “Google Tax” Anti-Piracy Law

google-news-g-ss-1920
Given the saga of Germany’s ill-conceived and poorly
implemented “ancillary copyright law” one would have
thought that another European government wouldn’t
immediately duplicate the mistake. But that’s
exactly what’s happened in Spain.

Spanish newspaper publishers, hoping to turn Google into a
source of compulsory licensing revenue, worked to pass a
new law that imposes strict fines for the
uncompensated appearance of snippets in search results. Under
the ostensible notion of protecting copyright owners
against online piracy, the law was concocted by Spanish
newspaper group AEDE.

The anti-piracy elements of the law are not well
crafted apparently. According to an
article in the Hollywood Reporter, what constitutes piracy
under the law, which goes into effect on January 1, 2015,
is “vague” and “weak.” Other critics argue the law is
a “missed opportunity” to truly combat online
piracy. 

This muddle probably resulted from the effort to
combine genuine anti-piracy legislation with a “Google
tax” using the same rationale for both. Because the Spanish and
German cases are almost identical what happened in Germany is
instructive and probably predictive for Spain.

In Germany a publisher consortium called
VG
Media aggressively lobbied the
German Parliament to pass the ancillary
copyright law. The not-so-veiled ambition was to compel
Google (and other news aggregators) to pay copyright fees
to the publishers. The hope was to start collecting
fees from Google and others upon the passage of the
legislation. 

The
move totally backfired for VG
Media. Google decided to remove publishers’
snippets and limit their content to headlines in search results
as a way to limit its potential liability under the German
copyright law.

VG Media said that the loss of traffic from the
disappearance of rich content in search results
might cause some of their members “to go bankrupt.”
Accordingly they requested that Google “reinstate”
their snippets and thumbnails without compensation — at
least for the time being. 

We can probably expect a similar
sequence of events and cat and mouse game in Spain between
Google and the Spanish publishers. 

Google issued a statement that expressed disappointment
at the passage of the Spanish anti-piracy law but also a
desire to continue to work with Spanish news publishers. The
question is who wants to work more with whom? Because of the
German example Google likely has the upper hand in any
forthcoming negotiation.

Spanish publishers are probably hoping that courts and
regulators will both force Google to include their content and
compel Google to pay for it. However, they’re unlikely to
have it both ways.

Spain was also the country of origin for the case that gave us
the now-infamous “right to be forgotten.”

JOIN US! Search Engine Land’s
SMX Social Media Marketing show comes to Las Vegas in
November, with brand speakers from Coca-Cola, Comedy Central,
Denny’s, the LA Kings and others. Sessions cover platforms
like Facebook, Twitter, Pinterest, Instagram, Vine, YouTube,
Google+ and LinkedIn, as well as social media strategies and
tactics.
Learn more!

(Some images used under license from Shutterstock.com.)

Have an incredible day!

Mike

Want the best Marketer for your business Go to http://blog.deetslist.com

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New Google AdWords “Automated Extensions” Report Rolling Out

google-logo-green-1920

First, what are “automated extensions”? This is the new term
for what were once known as “annotations” — Consumer Ratings
and Seller Ratings which automatically populate in AdWords ads.
Google said it is retiring the use of “annotations” and
replacing it with “automated extensions”. Reporting and Help
Center documentation will reflect this change.

In the same announcement, Google said a new automated
extensions report is rolling out. Until now, advertisers have
not really had any insights into how ads performed when these
automated extensions showed in their ads compared to when they
didn’t.  The new automated extensions report will show how
ads with when automated extensions such as consumer ratings and
seller ratings show up.

The report will be located under the View drop-down in the Ad
extensions tab. It is rolling out over the next few weeks.

JOIN US! Search Engine Land’s
SMX Social Media Marketing show comes to Las Vegas in
November, with brand speakers from Coca-Cola, Comedy Central,
Denny’s, the LA Kings and others. Sessions cover platforms
like Facebook, Twitter, Pinterest, Instagram, Vine, YouTube,
Google+ and LinkedIn, as well as social media strategies and
tactics.
Learn more!

(Some images used under license from Shutterstock.com.)

Have an incredible day!

Mike

Want the best Marketer for your business Go to http://blog.deetslist.com

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Friday Infographic: Facts About Google You May or May not Know

Google has been around forever so it seems. It has been so embedded in our lives that it almost seems we have never been without and will never be without Google. But off course Google is relatively new. It’s still a teenager. Yet so much has happened in Google’s live. So let’s take a look at Google’s history and see if we can find some facts we didn’t know. Tell us in the comments what facts you didn’t know of yet!

Via WhoIsHostingThis

Post from Bas van den Beld

Mike Deets - Living

 

 

 

Have an incredible day!

 

Mike

http://blog.deetslist.com

Source link

World Series Game, Penguin Office & Halloween At Google

In this week’s Search
In Pictures, here are the latest images culled from the
web, showing what people eat at the search engine companies,
how they play, who they meet, where they speak, what toys they
have, and more.

The Google Penguin Office:

1414500652578
Source: Google+

Google’s Timothy Jordan Gets Androidified:

timothy-jordan-androidify-1414497159
Source: Google+

Google’s Head Of Search At World Series Game In San Francisco:

14 - 1
Source: Google+

Google’s T-Rex Gets Mummified For Halloween:

IMG_20141029_174057
Source: Google+

Matt Cutts Halloween Custom: The Son of Man:

B1P65YFCQAAjOO4
Source: Twitter

JOIN US! Search Engine Land’s
SMX Social Media Marketing show comes to Las Vegas in
November, with brand speakers from Coca-Cola, Comedy Central,
Denny’s, the LA Kings and others. Sessions cover platforms
like Facebook, Twitter, Pinterest, Instagram, Vine, YouTube,
Google+ and LinkedIn, as well as social media strategies and
tactics.
Learn more!

(Some images used under license from Shutterstock.com.)

Have an incredible day!

Mike

Want the best Marketer for your business Go to http://blog.deetslist.com

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Google Enables Multiple AdWords Account Logins

login to multiple google accounts at the same time

Source: Google

Hear that? That is the communal sigh of relief echoing
throughout the paid search world. The days of having several
browsers open in order to manage multiple AdWords accounts
simultaneously are finally over.

Google announced a new workflow that allows you to
switch between Google accounts without having to log out and
log in again. Switch accounts and still stay logged into all of
them.

To get started in AdWords, click on either the Customer ID or
login email in AdWords to open what’s called the account
selector. Managers can choose to add more accounts using the
“Add Account” button.

This is an example of a seemingly small change that will make a
huge difference in user experience and productivity.

JOIN US! Search Engine Land’s
SMX Social Media Marketing show comes to Las Vegas in
November, with brand speakers from Coca-Cola, Comedy Central,
Denny’s, the LA Kings and others. Sessions cover platforms
like Facebook, Twitter, Pinterest, Instagram, Vine, YouTube,
Google+ and LinkedIn, as well as social media strategies and
tactics.
Learn more!

(Some images used under license from Shutterstock.com.)

Have an incredible day!

Mike

Want the best Marketer for your business Go to http://blog.deetslist.com

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Recharge Your Remarketing With 5 Tips For Q4

Recharging Remarketing

I’ll be honest: as a marketer, I love remarketing. A
controversial opinion, I know. But it’s so novel, so versatile,
and (usually) performs so well that I can’t help but feel
compelled to write a love letter to it every once in awhile.

(Which I have. Several times.)

However, to get the most of your remarketing efforts, you can’t
just set it and forget it — it needs some care and attention to
really flourish.

With Q4 in full swing, it’s long overdue to revisit your
strategy. To help you out, here is a collection of five tips
you can employ to revitalize your remarketing efforts as we
close out 2014.

1. Utilize Analytics Remarketing Lists

There are plenty of benefits to linking your AdWords and
Analytics accounts – you can import Analytics goals
and transactions into AdWords, view click and cost data in
Analytics, and view site engagement metrics alongside your
AdWords campaigns.

In addition, you can also create custom remarketing
lists for use with AdWords.

For the old timers out there, you’ll remember that Analytics
introduced the concept of using a single remarketing tag, then
utilizing URL segments to create custom audiences. It was much
more user-friendly than AdWords at the time, which has since
adopted the same system.

Not to be outdone, Analytics has introduced even
fancier targeting methods based off of Analytics site
metrics that you can employ to create super-slick custom
audiences that are incredibly innovative. Have a look:


Analytics Remarketing Lists

The number of options here are mind-boggling.

Now, you can create remarketing lists off of every single
segment, dimension, and metric available to you in Analytics.

So you can segment your users by demographic information, the
technology used to visit the site, session recency and
frequency, transactions, date of visit, the source they found
you with, and more. It’s crazy the number of ways you can slice
your traffic now with Analytics — and it’s all shareable with
your linked AdWords account.

In the above e-commerce example, you can create a custom
analytics remarketing list that targets high-revenue users, or
targets users that have purchased specific products under a
certain revenue total, allowing you to upsell them on related
products.

It’s insane — and it’s a good idea to try it out, seeing as how
the largest shopping days of the year are right around the
corner.

2. Layer Remarketing With Other Targeting Methods

As much as I love remarketing, I’ll be the first to admit: it’s
a little disorienting to get served professional remarketing
ads when I’m right in the middle of watching cat videos on
YouTube. While I may be a visitor to your site, I’m
not necessarily in the mood to purchase your product when
I’m doing other stuff. It’s a problem of
context – the message doesn’t match the content I’m
viewing, and conversion rate will suffer when that disconnect
exists.

Luckily, we have a few options when it comes to that problem:
you can utilize placement exclusions to weed out those poor
placements, or you can bypass that problem altogether
by layering Contextual Keywords and/or Topics on top of your
audience lists.

Here’s an example of how it might assist with this issue:

Remarketing Venn Diagram

A purely theoretical example, you see.

Basically, the idea is this: match your ad with the content on
the page. An audience member browsing content related to your
product likely indicates they’re still in the research phase,
so be present when they come to the point of decision.

And try to avoid showing up next to YouTube cat videos… unless,
of course, you sell things related to cats.

3. Analyze Your Reach & Frequency

Remarketing walks a fine line: if you don’t show your ads
enough, you risk not getting any traffic to the campaign. If
you show your ads too much, you’re going to annoy your
potential customers.

Unless your name happens to be Comcast, I can’t see angering
your customers as a viable business strategy. So what can you
do to keep from creeping on your visitors?

The answer is to analyze your Reach and Frequency, and to
implement Frequency caps based on what you find.

I won’t walk you through the entire process, but you can find
the data in the AdWords Dimensions tab here:


Reach and Frequency 1

Easy enough to find, I trust. [CLICK TO ENLARGE]

This is the Reach and Frequency data from a Remarketing
campaign over the last 30 days, segmented by day. Running a pivot
table off of this data, we can get an idea of how our metrics
fare each time we connect with an audience member over the course
of a day, week, or month.

Here’s that same data pictured above in pivot table form:


Reach and Frequency 2

In addition to writing love letters to remarketing, I also
write them to Pivot Tables.

There’s a pretty clear drop off here once we pass five
impressions on a user in a day. Even five is probably pushing
it, but it does account for roughly 20% of the volume
in this campaign, which is nothing to sneeze at.

I can then go in to the campaign-level settings for this
remarketing campaign and put a frequency cap in place, ensuring
that I stop badgering these customers more than I have to.

4. Remarketing For Dynamic Search Ads (RDSA)

This is a sneaky trick. Did you know you can apply your
remarketing audiences to a Dynamic Search Ad campaign? It’s
true – and my colleague Matt
Umbro has written about it quite a bit.

For the uninitiated: Dynamic Search Ads comb the content of your
website to cover gaps in your keyword list. AdWords
will dynamically generate ad headlines tailored to the
matched product, making it an invaluable tool for
e-commerce accounts.

The benefit to layering a remarketing list on top of that, is
that you can capture that Search traffic on the results page,
using a much more detailed DSA ad.

Here’s a small comparison of RDSA metrics compiled by my
colleague Amanda West-Bookwalter:


RDSA

Low volume, but high impact. A featherweight campaign, if you
will.

The original DSA campaign was turned off due to the
Cost-Per-Conversion, but the RDSA test campaign performed
smashingly well that the conversion rate was through the roof,
and the combination of the dynamic search ad and more qualified
traffic increased CTR by 962%.

The key here is that this is highly-qualified traffic due to
their previous visit, and they’re being served an ad for a
product they’ve likely already viewed before, making them even
more likely to convert. It’s definitely lower in traffic
volume, but much higher in ROAS. Give it a shot!

5. Diversify Your Remarketing Platforms

Remarketing, as with most things PPC and SEM, is dominated
by AdWords… but it’s not the only game in town. Just off
the top of my head, you can do the following:

YouTube Retargeting. Allows you to
remarket to your AdWords audience lists with video content,
as well as create audience lists based off of YouTube
engagement metrics.

Twitter Remarketing. Extending beyond
“Promoted Accounts” and “Promoted Tweets,” you can now use
Twitter Cards to assist with your direct response advertising
efforts.

Facebook Remarketing. The same deal as
Twitter, except you can also utilize Facebook’s mountain of
user interests and demographic data to make a truly
customized audience.

For Twitter and Facebook, you can also go to third-party
platforms like AdRoll to manage multiple platforms under one
umbrella. There are other platforms out there too, like
Retargeter, Criteo and Steelhouse, that have their own
pros and cons — feel free to share your experiences with them
in the comments.

But there’s one more thing:


Bing Remarketing

Ginny Marvin? That name sounds familiar…

At the most recent Bing Ads Next event in Redmond, WA, Bing
announced a Remarketing Pilot program for later this year. As
Search Engine Land’s paid media reporter Ginny
Marvin reported, it’ll be on search to start with,
eventually branching in to the Bing content network. Make sure
to get in touch with your representatives if you’re interested!

Final Thoughts

Remarketing is a powerful tool –make sure that you’re
getting the most out of it by exploring the new platforms,
targeting methods and strategies you can use to optimize it.

What about you, Search Engine Land readers? Any
favorite platforms we haven’t mentioned? What about
optimization strategies? Your most awkward remarketing ad
mismatched with page content? Let us know in the comments, and
thanks for reading!

Some opinions expressed in this article may be those of a
guest author and not necessarily Search Engine Land. Staff
authors are listed here.

JOIN US! Search Engine Land’s
SMX Social Media Marketing show comes to Las Vegas in
November, with brand speakers from Coca-Cola, Comedy Central,
Denny’s, the LA Kings and others. Sessions cover platforms
like Facebook, Twitter, Pinterest, Instagram, Vine, YouTube,
Google+ and LinkedIn, as well as social media strategies and
tactics.
Learn more!

(Some images used under license from Shutterstock.com.)

Have an incredible day!

Mike

Want the best Marketer for your business Go to http://blog.deetslist.com

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Doodle Team Scares Up Six Different Designs For Today’s Homepage

Google Halloween Pumpkin logo

Today’s Google homepage is ready for Halloween, dressed up with
six different GIFs to mark the holiday.

Also known as All Hallows Eve and All Saints Eve, Halloween has
been around throughout the ages, with its beginnings often
credited to the Celts who celebrated the day to mark the end of
their Harvest season.

Tonight, millions of kids will dress up as their favorite
Superhero or Frozen character to collect candy that their
parents will scavenge once the kids crash from their
self-induced Hershey miniature sugar buzz — at least, that’s
how we celebrate at our house.

To save you the time of refreshing your page to see all six of
Google’s Halloween GIFs, we’ve listed them here, from
ghost-chasing dogs and bouncing pumpkins to a witch stirring
her brew.

Google Halloween Doodles for 2014:
Halloween ghost 2014 Google logo

Halloween 2014 Google logo

Halloween ghouls 2014 Google logo

Halloween letters Google logo 2014

Halloween scarecrow 2014 Google logo

Halloween witch Google logo 2014

JOIN US! Search Engine Land’s
SMX Social Media Marketing show comes to Las Vegas in
November, with brand speakers from Coca-Cola, Comedy Central,
Denny’s, the LA Kings and others. Sessions cover platforms
like Facebook, Twitter, Pinterest, Instagram, Vine, YouTube,
Google+ and LinkedIn, as well as social media strategies and
tactics.
Learn more!

(Some images used under license from Shutterstock.com.)

Have an incredible day!

Mike

Want the best Marketer for your business Go to http://blog.deetslist.com

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Tweets From Strangers, Facebook Dominates, Searching For Emojis

History Of Social Media Ads

A History of Social Media Advertising [INFOGRAPHIC]
Where have social ads been and where are they
heading? The infographic above shows how things started and
where we are now. Check it out. Mashable

Report: Facebook Dominates Social Sharing Of Major
Events, But Twitter & Reddit React Quicker –

ShareThis quarterly report finds that Facebook commands a large
lead in total sharing of major events, but Twitter and Reddit
activity ramps up the closer you get to the event. Marketing Land

Twitter Beats Revenue Expectations Again but User
Engagement Slows –
At Twitter, a pattern is emerging:
its ad business is growing at a steady clip, but it can’t get
the number of users to grow or stick around. AdAge

Bing Ads Improves Speed, Bidding, and Targeting
In a partnership with American Express, Bing Ads has
launched a marketing toolkit to help its customers with Small
Business Saturday next month. The toolkit – which includes
printable signage and logos, free online ads, and sample email
and social posts – is the latest in a series of improvements
Microsoft has made to the platform this quarter in an effort to
improve its targeting and bidding capabilities as well as its
speed. ClickZ

Twitter Partners With IBM to ‘Transform Enterprise
Decisions’ –
Twitter and IBM have formed a global
partnership that will allow enterprises worldwide to
incorporate Twitter data into their decision-making process via
IBM tools. AllTwitter

Survey: Social Media To Influence Half Of Holiday
Shoppers –
According to a new holiday shopping survey
sponsored by e-commerce platform MarketLive (carried out by the
e-tailing Group) mobile and social channels will play a
significant role in holiday shopping this year. Marketing Land

30% Of Google Ad Conversions Happen On Mobile [STUDY]
Marin Software recently published the results of a
study they conducted, showing smartphones and tablets account
for 30% of conversions on Google ads. Search Engine Journal

Instagram Benchmark Data From 100 Top Brands –
Some 86% of brands on the Interbrand 100 list have an account
on Instagram as of 3Q14, up from 54% in 3Q12, according to a
recent report from Simply Measured. MarketingProfs

Official: Twitter Will Now Show You Tweets From People
You Don’t Follow –
Move will anger some core users,
but company says its experiments showed that most like seeing
added tweets based on other signals of quality. Marketing Land

Bing Now Lets You Search By Emoji – Want to
search for something using popular emoji characters?
Microsoft’s Bing search engine now supports this. Bing
announced the news in a post today, sharing some
examples of why you might want to do this. For one, perhaps you
want to know what exactly a particular emoji means. Enter that
into the search box, and Bing will tell you. Search Engine Land

The Banner Ad Turns 20 – Oct. 27, 1994 –
HotWired, the online version ofWired magazine, runs the
first-ever banner ad. “Have you ever clicked your mouse right
HERE?” the ad asked. “YOU WILL” it answered. It was right. 44%
of people who saw the ad clicked on it, according to Joe
McCambley, who was a member of the team which built the ad for
AT&T. AdAge

Wojcicki Says 50% Of YouTube’s Traffic Now Coming From
Mobile Phones & Tablets –
During this week’s
Code/Mobile Conference in Half Moon Bay, California, YouTube
CEO Susan Wojcicki confirmed half of YouTube’s traffic was
coming from mobile phone and tablet devices. Marketing Land

From our Online Marketing Community:

On How
to Be the Best Answer with Topic Targeting, Kostas
Chiotis
shared, “Some excellent points here Lee. I
think at the end of the day what we all need to keep in mind is
that anything we publish needs to offer assistance or solve a
problem for the reader.”

Warren Whitlock responded, “It’s a mistake to
think that blogs are made by thought leaders. It usually the
other way around.”

And Catania Roma commented, “This article is
very interesting. Congratulations and thank you.”

What were the top online and digital marketing news
stories for you this week?

Thanks for reading and have a great weekend!

Infographic: Mashable




Have an incredible day!

Mike

Want the best Marketer for your business Go to http://blog.deetslist.com

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What SEOs Need to Know About Topic Modeling & Semantic Connectivity – Whiteboard Friday

Posted by randfish

Search engines, especially Google, have gotten remarkably good at understanding searchers’ intent—what we
mean to search for, even if that’s not exactly what we search for. How in the world do they do this? It’s incredibly complex, but in today’s Whiteboard Friday, Rand covers the basics—what we all need to know about how entities are connected in search.

For reference, here’s a still of this week’s whiteboard!

Video Transcription

Howdy, Moz fans, and welcome to another edition of Whiteboard Friday. This week we’re talking topic modeling and semantic connectivity. Those words might sound big and confusing, but, in fact, they are important to understanding the operations of search engines, and they have some direct influence on things that we might do as SEOs, hence our need to understand them.

Now, I’m going to make a caveat here. I am not an expert in this topic. I have not taken the required math classes, stats classes, programming classes to truly understand this topic in a way that I would feel extremely comfortable explaining. However, even at the surface level of understanding, I feel like I can give some compelling information that hopefully you all and myself included can go research some more about. We’re certainly investigating a lot of topic modeling opportunities and possibilities here at Moz. We’ve done so in the past, and we’re revisiting that again for some future tools, so the topic is fresh on my mind.

So here’s the basic concept. The idea is that search engines are smarter than just knowing that a word, a phrase that someone searches for, like “Super Mario Brothers,” is only supposed to bring back results that have exactly the words “Super Mario Brothers,” that perfect phrase in the title and in the headline and in the document itself. That’s still an SEO best practice because you’re trying to serve visitors who have that search query. But search engines are actually a lot smarter than this.

One of my favorite examples is how intelligent Google has gotten around movie topics. So try, for example, searching for “That movie where the guy is called The Dude,” and you will see that Google properly returns “The Big Lebowski” in the first ranking position. How do they know that? Well, they’ve essentially connected up “movie,” “The Dude,” and said, “Aha, those things are most closely related to ‘The Big Lebowski. That’s what the intent of the searcher is. That’s the document that we’re going to return, not a document that happens to have ‘That movie about the guy named ‘The Dude’ in the title, exactly those words.'”

Here’s another example. So this is Super Mario Brothers, and Super Mario Brothers might be connected to a lot of other terms and phrases. So a search engine might understand that Super Mario Brothers is a little bit more semantically connected to Mario than it is to Luigi, then to Nintendo and then Bowser, the jumping dragon guy, turtle with spikes on his back — I’m not sure exactly what he is — and Princess Peach.

As you go down here, the search engine might actually have a topic modeling algorithm, something like latent semantic indexing, which was an early model, or a later model like latent Dirichlet allocation, which is a somewhat later model, or even predictive latent Dirichlet allocation, which is an even later model. Model’s not particularly important, especially for our purposes.

What is important is to know that there’s probably some scoring going on. A search engine — Google, Bing — can understand that some of these words are more connected to Super Mario Brothers than others, and it can do the reverse. They can say Super Mario Brothers is somewhat connected to video games and very not connected to cat food. So if we find a page that happens to have the title element of Super Mario Brothers, but most of the on-page content seems to be about cat food, well, maybe we shouldn’t rank that even if it has lots of incoming links with anchor text saying “Super Mario Brothers” or a very high page rank or domain authority or those kinds of things.

So search engines, Google, in particular, has gotten very, very smart about this connectivity stuff and this topic modeling post-Hummingbird. Hummingbird, of course, being the algorithm update from last fall that changed a lot of how they can interpret words and phrases.

So knowing that Google and Bing can calculate this relative connectivity, connectivity between the words and phrases and topics, we want to know how are they doing this. That answer is actually extremely broad. So that could come from co-occurrence in web documents. Sorry for turning my back on the camera. I know I’m supposed to move like this, but I just had to do a little twirl for you.

Distance between the keywords. I mean distance on the actual page itself. Does Google find “Super Mario Brothers” near the word “Mario” on a lot of the documents where the two occur, or are they relatively far away? Maybe Super Mario Brothers does appear with cat food a lot, but they’re quite far away. They might look at citations and links between documents in terms of, boy, there’s a lot pages on the web, when they talk about Super Mario Brothers, they also link to pages about Mario, Luigi, Nintendo, etc.

They can look at the anchor text connections of those links. They could look at co-occurrence of those words biased by a given corpi, a set of corpuses, or from certain domains. So they might say, “Hey, we only want to pay attention to what’s on the fresh web right now or in the blogosphere or on news sites or on trusted domains, these kinds of things as opposed to looking at all of the documents on the web.” They might choose to do this in multiple different sets of corpi.

They can look at queries from searchers, which is a really powerful thing that we unfortunately don’t have access to. So they might see searcher behavior saying that a lot of people who search for Mario, Luigi, Nintendo are also searching for Super Mario Brothers.

They might look at searcher clicks, visits, history, all of that browser data that they’ve got from Chrome and from Android and, of course, from Google itself, and they might say those are corpi that they use to connect up words and phrases.

Probably there’s a whole list of other places that they’re getting this from. So they can build a very robust data set to connect words and phrases. For us, as SEOs, this means a few things.

If you’re targeting a keyword for rankings, say “Super Mario Brothers,” those semantically connected and related terms and phrases can help with a number of things. So if you could know that these were the right words and phrases that search engines connected to Super Mario Brothers, you can do all sorts of stuff. Things like inclusion on the page itself, helping to tell the search engine my page is more relevant for Super Mario Brothers because I include words like Mario, Luigi, Princess Peach, Bowser, Nintendo, etc. as opposed to things like cat food, dog food, T-shirts, glasses, what have you.

You can think about it in the links that you earn, the documents that are linking to you and whether they contain those words and phrases and are on those topics, the anchor text that points to you potentially. You can certainly be thinking about this from a naming convention and branding standpoint. So if you’re going to call a product something or call a page something or your unique version of it, you might think about including more of these words or biasing to have those words in the description of the product itself, the formal product description.

For an About page, you might think about the formal bio for a person or a company, including those kinds of words, so that as you’re getting cited around the web or on your book cover jacket or in the presentation that you give at a conference, those words are included. They don’t necessarily have to be links. This is a potentially powerful thing to say a lot of people who mention Super Mario Brothers tend to point to this page Nintendo8.com, which I think actually you can play the original “Super Mario Brothers” live on the web. It’s kind of fun. Sorry to waste your afternoon with that.

Of course, these can also be additional keywords that you might consider targeting. This can be part of your keyword research in addition to your on-page and link building optimization.

What’s unfortunate is right now there are not a lot of tools out there to help you with this process. There is a tool from Virante. Russ Jones, I think did some funding internally to put this together, and it’s quite cool. It’s 
nTopic.org. Hopefully, this Whiteboard Friday won’t bring that tool to its knees by sending tons of traffic over there. But if it does, maybe give it a few days and come back. It gives you a broad score with a little more data if you register and log in. It’s got a plugin for Chrome and for WordPress. It’s fairly simplistic right now, but it might help you say, “Is this page on the topic of the term or phrase that I’m targeting?”

There are many, many downloadable tools and libraries. In fact, Code.google.com has an LDA topic modeling tool specifically, and that might have been something that Google used back in the day. We don’t know.

If you do a search for topic modeling tools, you can find these. Unfortunately, almost all of them are going to require some web development background at the very least. Many of them rely on a Python library or an API. Almost all of them also require a training corpus in order to model things on. So you can think about, “Well, maybe I can download Wikipedia’s content and use that as a training model or use the top 10 search results from Google as some sort of training model.”

This is tough stuff. This is one of the reasons why at Moz I’m particularly passionate about trying to make this something that we can help with in our on-page optimization and keyword difficulty tools, because I think this can be very powerful stuff.

What is true is that you can spot check this yourself right now. It is very possible to go look at things like related searches, look at the keyword terms and phrases that also appear on the pages that are ranking in the top 10 and extract these things out and use your own mental intelligence to say, “Are these terms and phrases relevant? Should they be included? Are these things that people would be looking for? Are they topically relevant?” Consider including them and using them for all of these things. Hopefully, over time, we’ll get more sophisticated in the SEO world with tools that can help with this.

All right, everyone, hope you’ve enjoyed this addition of Whiteboard Friday. Look forward to some great comments, and we’ll see you again next week. Take care.

Video transcription by Speechpad.com

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